Cause Related Marketing (CRM)

To celebrate the appearance of one of Smeg’s iconic retro fridges in new film Paddington, Smeg UK will be donating £20 from every FAB 28 fridge sold in December and January to its national charity of choice, children’s charity, Action Medical Research.

Smeg has supplied a cream FAB28 fridge for the set of the Christmas blockbuster, due out 28th November, with the iconic appliance featuring on a number of occasions, including a scene when A-lister Nicole Kidman walks out from behind it. You can get a glimpse in this film trailer.

Smeg UK's Brand Manager John Davies explains: "Action Medical Research was already Smeg UK’s chosen charity for this 2014 and as Action is Paddington Bear’s favourite charity and the fridge appeared in the new film, it seemed fitting that we joined up all of these activities to help raise more funds for this important cause. Smeg UK is also planning a number of different events and challenges throughout 2015 to continue to help fundraise for Action Medical Research."

Action Medical Research’s Toby Tennant, Head of Relationship Fundraising, says: “We are delighted to be benefitting from this promotion that Smeg are running through December and January to raise for funds for our vital work to help sick children and babies. This is just one of many initiatives they have undertaken for Action, including bike rides, marathons, raffles and creating a one-off fridge design to be auctioned at our Champions of CycleSport Dinner on 27th November 2014.”

To find out more about Smeg UK's activities in aid of Action Medical Research, visit their designated fundraising website www.action.org.uk/smeguk which will be updated throughout the year.

Paddington at the Athenaeum Hotel & Apartments

For those of you who also feel in need of a little 'r and r', the Athenaeum Hotel, London and apartments is offering a special Paddington Bear Break especially for families. The Paddington Bear Break includes one of three limited edition prints, a Paddington afternoon tea for the family as well as a stay in one of the hotel’s luxurious suites or exclusive apartments. This package is available from £568 including VAT.

What’s more, for every Paddington tea booked, the hotel will donate £5 to Action Medical Research. The special tea menu includes all of the classical favourites; scones accompanied with the finest thick-cut English Marmalade and traditional finger sandwiches with a Paddington twist such as Marmalade Glazed Ham with Clementine Marmalade on Onion Bread. The athenaeum’s famous cake trolley has had a marmalade makeover and now includes Chocolate Tea Cups filled with Orange and White Chocolate Mousse as well as Orange Bakewell Tarts and many more delicious treats. The tea is available until the end of December. Please call 0207 640 3557 or visit: www.athenaeumhotel.com